Job description. Media Team, External Relations Department Media Relations Manager (Fundraising) Responsible for

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1 Job description Job title Department Responsible to Responsible for Salary Hours Based at Length of contract Senior Media Officer Media Team, External Relations Department Media Relations Manager (Fundraising) n/a Grade D of Mind s salary scales 35 hours per week Stratford, London Permanent Purpose of the job We re Mind, the mental health charity. We won t give up until everyone experiencing a mental health problem gets support and respect. We provide advice and support to empower anybody experiencing a mental health problem and we campaign to improve services, raise awareness and promote understanding. To contribute to the delivery of Mind s media strategy by coordinating responses to media enquiries, developing and delivering media plans to support fundraising campaigns, events and corporate partnerships and building contacts with journalists across national, local and trade media. Scope of the job As Senior Media Officer you will be a part of the Mind Media team and report to the Media Relations Manager (Fundraising). The Media team sits within Mind s External Relations department bringing together all Mind s campaigning, policy, communications, digital, information and legal work. You will be joining Mind at the beginning of our new five year strategy. You will need to be able to deliver media targets in line with organisational strategy, and continue to raise Mind s profile. You will lead on media work around Mind s fundraising activities. You will work across our high profile Charity of the Year partnerships, as well as other corporate partners, which will see you input into the pitch process, attend meetings with the companies PR teams and develop and deliver joint publicity strategies. The role will also require you to develop and deliver proactive media plans for Mind s bespoke public fundraising campaigns and events, such as Crafternoon, and Mind s direct marketing activities. You will be responsible for developing and delivering a media strategy to support Mind s retail arm (which includes over 150 shops), increase awareness of Mind shops and help promote the benefits of volunteering for Mind. The role will also see you devise and implement a media plan for Mind s work in the sport and physical activity sector, promoting campaigns such as Get Set To Go. The role will also require you to contribute to the running and publicity for the annual Mind Media Awards Senior Media Officer JD+PS Page 1 of 5

2 You will also handle reactive enquires to the Mind media team by drafting statements and briefing colleagues ahead of media interviews. You will work closely with the Assistant Media Officer, advising on their PR and media work around events fundraising and Mind s retail arm. On occasion you will be required to deputise for the Media Relations Manager (Fundraising) and the job will involve some out-of-hours work including providing an effective on-call service for the media about one week in seven. There will also be occasional travel across England and Wales a few times a year. This role works closely with other teams across Mind, Mind Cymru, our network of local Minds and Mind shops as well as colleagues working on our Time to Change campaign. Mind aims to ensure that the needs and interests of mental health service users, women and black and minority ethnic communities, disabled people and lesbians, gay men, bisexuals, transgender and people of all ages are reflected in all its activities. You will be expected to contribute to this aim. This will mean working with people with mental health problems, as well as with our established volunteers. Key responsibilities 1. To devise and implement media strategies to support Mind s corporate fundraising activities, taking the lead on devising media plans for our Charity of the Year partnerships and other corporate partners. To develop and deliver media strategies for Mind s bespoke public fundraising campaigns and events and Mind s direct marketing activities. 2. To manage ongoing communications and nurture relationships with high profile partners. 3. To develop and deliver a media plan to support the work of Mind s charity shops and to manage all reactive media enquiries about our retail division. 4. To develop and deliver a media plan about Mind s work in the sport and physical activity sector, working with key partners such as Sport England and manage all reactive media enquiries around this area of work. 5. To devise and implement a media plan to promote the annual Mind Media Awards and support the Head of Media with the project management and delivery of the event. 6. To provide a media advice service to individual fundraisers, corporate partners, Mind staff, local Minds, shops and other relevant individuals and organisations on how to maximise media opportunities. 7. To provide an effective service to journalists by co-ordinating Mind s response to general media enquiries, and assisting and advising other media team staff when handling media requests. 8. To research, write and distribute press releases, statements or blogs to national, regional, local and trade media. 9. To organise and oversee photocalls, photoshoots and filming opportunities (liaising with outside suppliers, agencies, media volunteers or Celebrity Ambassadors when required) Senior Media Officer JD+PS Page 2 of 5

3 10. To prepare Mind s Chief Executive and Directors, other Mind spokespeople, Celebrity Ambassadors and people with lived experience of mental health for media interviews, providing them with full pre and post-interview briefings. 11. To provide crisis PR support to manage any adverse publicity that could have a significant negative impact on the reputation of Mind. To devise PR strategies to respond to potentially damaging stories, and provide advice to senior staff and prepare press statements. 12. To ensure that the media team involves people with direct experience of mental health problems from a full range of diverse backgrounds and that appropriate advice and support is given to people involved with Mind s media work. 13. To undertake media interviews as a Mind spokesperson. To represent Mind s media function at external events and meetings. Expectations: A) To attend and contribute to the supervision and appraisal process and to team meetings. B) To ensure that all responsibilities and activities within this post are consistent with the terms and spirit of Mind s Equal Opportunities policy. C) To attend and contribute to Mind staff training and any other training identified as appropriate for the role. D) To occasionally travel to meetings in England and Wales, this may require the need for overnight stay. E) To occasionally work unsociable hours, e.g. attending evening or weekend meetings and events or travel outside London, and providing an effective on-call service for the media about one week in seven. F) The nature of the post will require flexibility in undertaking the role. G) To contribute towards making Mind a greener workplace Senior Media Officer JD+PS Page 3 of 5

4 Mind (National Association for Mental Health) Person specification: Senior Media Officer Essential criteria 1. Significant experience working as a media officer, or a senior PR executive actively promoting stories to the media and dealing with enquiries from journalists. 2. Experience of managing strategic relationships with corporate partners, high-profile individuals and donors. 3. Proven success at devising, implementing and evaluating media strategies for pro-active campaigns that involves delegating work to other team members and securing target levels of coverage in national and regional media. 4. Experience of taking the lead in responding to the media about high profile issues and some experience of handling and responding effectively to crisis media stories. 5. A proven high standard of written English, and the ability to prepare accurate material for journalists, agents and internal documents. 6. Highly developed oral communication skills, and the ability to interact with a diverse range of people. In this post this would include national, regional and trade journalists, service users and providers, corporate partners, high profile individuals, celebrities, Mind staff and volunteers. 7. Strong news sense and a good knowledge of the needs of national and regional media. 8. Experience of preparing spokespeople (e.g. Chief Executive, spokespeople, donors) and service users (i.e. someone with personal experience) for media interviews. 9. Experience of planning and managing events such as photocalls and filming opportunities. 10. Proven ability to take responsibility for tasks, and use own initiative when their manager is unavailable. 11. Well developed prioritising skills, and the ability to work to tight media and internal deadlines. 12. Exceptional judgement and analytical skills and experience of applying these in a fastmoving environment. 13. Experience of word processing packages and organising targeted press mail-outs using a media database system. 14. Willingness and ability to travel in England and Wales and to provide out-of-hours cover for media enquiries. 15. Empathy with Mind s aims and values, including an understanding of and commitment to Mind s equal opportunity policy Senior Media Officer JD+PS Page 4 of 5

5 Desirable criteria 1. Knowledge of mental health issues. 2. Knowledge of the third sector and current fundraising environment 3. Previous experience working in the third sector, either in a similar capacity at another charity or through CSR partnership work with a charity. 4. Established contacts with key national, regional or trade journalists. 5. Direct or indirect experience of mental health problems Senior Media Officer JD+PS Page 5 of 5